IDEAS home Printed from https://ideas.repec.org/a/gam/jagris/v14y2024i6p857-d1404970.html
   My bibliography  Save this article

Factors Affecting the Waste of Selected Agricultural Products with an Emphasis on the Marketing Mix

Author

Listed:
  • Mehdi Mahmoudi

    (Department of Agricultural Economics, Ferdowsi University of Mashhad, Mashhad 9177948974, Iran)

  • Hosein Mohammadi

    (Department of Agricultural Economics, Ferdowsi University of Mashhad, Mashhad 9177948974, Iran)

  • Sayed Saghaian

    (Department of Agricultural Economics, University of Kentucky, Lexington, KY 40546, USA)

  • Alireza Karbasi

    (Department of Agricultural Economics, Ferdowsi University of Mashhad, Mashhad 9177948974, Iran)

Abstract

Unusual levels of agricultural product waste are becoming one of the issues and dangers that human societies face in their efforts to achieve food security. Therefore, reducing agricultural product waste is one of the main strategies for the optimal use of production resources and support food security. In this study, a multilevel Bayesian technique was used to examine the characteristics of customers and the effects of marketing mix on the waste of selected agricultural products—a subgroup of fruits and vegetables in Mashhad, Iran. Based on this, 368 consumers (at the first level), 53 fruit and vegetable markets (at the second level), and 3 main supply centers of fruit and vegetables in the city (at the third level) were evaluated using the Bayesian multilevel model. The results showed that approximately 56% of food waste variance was caused by differences between consumers, 29% is due to the differences between fruit and vegetable markets, and almost 14% is due to the differences between the main supply centers of Mashhad. Also, the effects of the marketing mix showed that the place of distribution of agricultural products always has an increasing effect on the waste of agricultural products. Moreover, increasing the price of agricultural products reduces waste by consumers and keeps the consumer away from unnecessary purchases. The product factor also has an increasing effect on the waste of agricultural products, and consumers are encouraged to consume more and create more waste. A good way to reduce agricultural product waste is to use solutions that slow down the spoilage process and extend the shelf life of fruit and vegetables. Using an appropriate marketing mix and considering the characteristics of consumers can also control the waste of agricultural products.

Suggested Citation

  • Mehdi Mahmoudi & Hosein Mohammadi & Sayed Saghaian & Alireza Karbasi, 2024. "Factors Affecting the Waste of Selected Agricultural Products with an Emphasis on the Marketing Mix," Agriculture, MDPI, vol. 14(6), pages 1-19, May.
    • Handle: RePEc:gam:jagris:v:14:y:2024:i:6:p:857-:d:1404970
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2077-0472/14/6/857/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2077-0472/14/6/857/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. M. S. Sibomana & T. S. Workneh & K. Audain, 2016. "A review of postharvest handling and losses in the fresh tomato supply chain: a focus on Sub-Saharan Africa," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 8(2), pages 389-404, April.
    2. Hosein Mohammadi & Sayed Saghaian & Bahareh Zandi Dareh Gharibi, 2023. "Renewable and Non-Renewable Energy Consumption and Its Impact on Economic Growth," Sustainability, MDPI, vol. 15(4), pages 1-13, February.
    3. de Gorter, Harry & Drabik, Dušan & Just, David R. & Reynolds, Christian & Sethi, Geeta, 2021. "Analyzing the economics of food loss and waste reductions in a food supply chain," Food Policy, Elsevier, vol. 98(C).
    4. Brenna Ellison & Mary K Muth & Elise Golan, 2019. "Opportunities and Challenges in Conducting Economic Research on Food Loss and Waste," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 41(1), pages 1-19, March.
    5. Claudia Giordano & Fabrizio Alboni & Luca Falasconi, 2019. "Quantities, Determinants, and Awareness of Households’ Food Waste in Italy: A Comparison between Diary and Questionnaires Quantities," Sustainability, MDPI, vol. 11(12), pages 1-15, June.
    6. Hannah Barker & Peter J. Shaw & Beth Richards & Zoe Clegg & Dianna Smith, 2021. "What Nudge Techniques Work for Food Waste Behaviour Change at the Consumer Level? A Systematic Review," Sustainability, MDPI, vol. 13(19), pages 1-18, October.
    7. Mena, Carlos & Terry, Leon A. & Williams, Adrian & Ellram, Lisa, 2014. "Causes of waste across multi-tier supply networks: Cases in the UK food sector," International Journal of Production Economics, Elsevier, vol. 152(C), pages 144-158.
    8. Daniel Durán-Sandoval & Gemma Durán-Romero & Francesca Uleri, 2023. "How Much Food Loss and Waste Do Countries with Problems with Food Security Generate?," Agriculture, MDPI, vol. 13(5), pages 1-19, April.
    9. Priefer, Carmen & Jörissen, Juliane & Bräutigam, Klaus-Rainer, 2016. "Food waste prevention in Europe – A cause-driven approach to identify the most relevant leverage points for action," Resources, Conservation & Recycling, Elsevier, vol. 109(C), pages 155-165.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Li Jia & Guanghua Qiao, 2022. "Quantification, Environmental Impact, and Behavior Management: A Bibliometric Analysis and Review of Global Food Waste Research Based on CiteSpace," Sustainability, MDPI, vol. 14(18), pages 1-24, September.
    2. Danica Jobson & Gamithri Gayana Karunasena & Nazia Nabi & David Pearson & Emily Dunstan, 2024. "A Systematic Review of Pre-Post Studies Testing Behaviour Change Interventions to Reduce Consumer Food Waste in the Household," Sustainability, MDPI, vol. 16(5), pages 1-32, February.
    3. Christina Tsouti & Christina Papadaskalopoulou & Angeliki Konsta & Panagiotis Andrikopoulos & Margarita Panagiotopoulou & Sofia Papadaki & Christos Boukouvalas & Magdalini Krokida & Katerina Valta, 2023. "Investigating the Environmental Benefits of Novel Films for the Packaging of Fresh Tomatoes Enriched with Antimicrobial and Antioxidant Compounds through Life Cycle Assessment," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    4. Brenna Ellison, 2020. "Food Loss and Food Waste: Causes and Solutions by Michael Blakeney," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(3), pages 1047-1049, May.
    5. Shahin Ghaziani & Delaram Ghodsi & Gholamreza Dehbozorgi & Shiva Faghih & Yeganeh Rajabpour Ranjbar & Reiner Doluschitz, 2021. "Comparing Lab-Measured and Surveyed Bread Waste Data: A Possible Hybrid Approach to Correct the Underestimation of Household Food Waste Self-Assessment Surveys," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    6. Francesco La Barbera & Mario Amato & Roberta Riverso & Fabio Verneau, 2022. "Social Emotions and Good Provider Norms in Tackling Household Food Waste: An Extension of the Theory of Planned Behavior," Sustainability, MDPI, vol. 14(15), pages 1-12, August.
    7. Azzurra Annunziata & Massimiliano Agovino & Aniello Ferraro & Angela Mariani, 2020. "Household Food Waste: A Case Study in Southern Italy," Sustainability, MDPI, vol. 12(4), pages 1-13, February.
    8. Vidas Lekavičius & Viktorija Bobinaitė & Daina Kliaugaitė & Kristina Rimkūnaitė, 2023. "Socioeconomic Impacts of Food Waste Reduction in the European Union," Sustainability, MDPI, vol. 15(13), pages 1-15, June.
    9. Lingfei Wang & Yuqin Yang & Guoyan Wang, 2022. "The Clean Your Plate Campaign: Resisting Table Food Waste in an Unstable World," Sustainability, MDPI, vol. 14(8), pages 1-17, April.
    10. Amélia Delgado & Rosmel Rodriguez & Anna Staszewska, 2023. "Tackling Food Waste in the Tourism Sector: Towards a Responsible Consumption Trend," Sustainability, MDPI, vol. 15(17), pages 1-9, September.
    11. Aschemann-Witzel, Jessica & de Hooge, Ilona E. & Almli, Valérie L., 2021. "My style, my food, my waste! Consumer food waste-related lifestyle segments," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    12. Graham, Stephanie & Graham, Byron & Holt, Diane, 2018. "The relationship between downstream environmental logistics practices and performance," International Journal of Production Economics, Elsevier, vol. 196(C), pages 356-365.
    13. Wang, Gang, 2024. "Order assignment and two-stage integrated scheduling in fruit and vegetable supply chains," Omega, Elsevier, vol. 124(C).
    14. Clara Cicatiello & Emanuele Blasi & Claudia Giordano & Angelo Martella & Silvio Franco, 2020. "“If only I Could Decide”: Opinions of Food Category Managers on in-Store Food Waste," Sustainability, MDPI, vol. 12(20), pages 1-19, October.
    15. Maria Luisa Scalvedi & Laura Rossi, 2021. "Comprehensive Measurement of Italian Domestic Food Waste in a European Framework," Sustainability, MDPI, vol. 13(3), pages 1-17, February.
    16. Jingjing Wang & Mingyue Li & Sinan Li & Kai Chen, 2022. "Understanding Consumers’ Food Waste Reduction Behavior—A Study Based on Extended Norm Activation Theory," IJERPH, MDPI, vol. 19(7), pages 1-15, April.
    17. Ellison, Brenna, 2021. "Framing Food Loss – Why It Matters," farmdoc daily, University of Illinois at Urbana-Champaign, Department of Agricultural and Consumer Economics, vol. 11(98), June.
    18. Kunyang Zhang & Yi Luo & Yan Han, 2023. "The Long-Term Impact of Famine Experience on Harvest Losses," Agriculture, MDPI, vol. 13(6), pages 1-18, May.
    19. Hannah Barker & Peter J. Shaw & Beth Richards & Zoe Clegg & Dianna M. Smith, 2023. "Towards Sustainable Food Systems: Exploring Household Food Waste by Photographic Diary in Relation to Unprocessed, Processed and Ultra-Processed Food," Sustainability, MDPI, vol. 15(3), pages 1-19, January.
    20. Annika Johanna Thies & Felicitas Schneider & Josef Efken, 2021. "The Meat We Do Not Eat. A Survey of Meat Waste in German Hospitality and Food Service Businesses," Sustainability, MDPI, vol. 13(9), pages 1-20, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jagris:v:14:y:2024:i:6:p:857-:d:1404970. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.